Why the best reps thrive in chaos.
By Brian Sullivan, CSP – PRECISE Selling
You don’t need me to tell you the world’s a little weird right now.
Between trade wars, tariffs, shipping delays, cost spikes, and buyers who act like you’re personally responsible for it all, medical sales reps could be forgiven for waking up every day and muttering, “Really? What now?”
But here’s the truth: chaos is the best thing that can happen to a great salesperson.
Why?
Because when the market gets confusing, buyers don’t want vendors. They want guides. They want calm, confident, well-prepared pros who can bring clarity, stability and maybe even a little hope to the madness. In short, they want YOU – if you’re ready to step up.
So, let’s unpack how the best reps not only survive during turmoil … they become indispensable.
1. The best reps sell stability
When prices shift and availability changes weekly, your product sheet isn’t what gets you in the door.
Your poise does. Your insight does. Your calm does.
You become the voice of reason in an unreasonable world. The rep who says, “Hey, I know it’s wild out there, but here’s what we’re seeing across the board, and here’s how we’re helping others navigate it.”
You don’t need all the answers. You need better questions, and a plan that shows your client you’re not running from the storm – you’re walking them through it.
2. While others panic, you prepare
In times of chaos, average reps react. Top reps prepare.
That means:
- Anticipating pricing objections and having a new script ready
- Preparing value-based conversations instead of cost comparisons
- Doing your homework on what this specific client’s challenges are, not just throwing out “we’re all in this together” clichés.
Want to stand out right now? Be the rep who brings ideas, not excuses.
3. Price sensitivity? Shift the conversation
Sure, your client is watching costs like a hawk. But instead of competing on price, compete on value, outcomes and risk mitigation.
Try this: “I know you’re getting pressure to cut costs. The real question is, what would a delay in this product line cost your patients, your team or your reputation?”
Tariffs are real. So is the cost of inaction.
The best reps are moving the conversation upstream from price to impact. From product to partnership.
4. “Too much going on” = The best time to call
Look, nobody’s answering their phone right now. And even when they do, they’re stressed, distracted, or six Zooms deep into the day.
You know what that means?
Less competition. More opportunity.
When the crowd stops selling, your voice carries farther. And buyers remember the rep who kept showing up with empathy, clarity, and useful ideas when everyone else ghosted.
5. Reputations are built in the hard seasons
The market will calm down eventually. Prices will settle. Supply chains will stabilize.
And when that day comes, your buyers will remember one thing: Who showed up when things were hard?
This is when reputations are made.
Not when everything’s going great, but when the game is ugly, confusing, and everyone’s looking for a leader.
You don’t need a perfect pitch. You need courage, clarity and consistency.
6. Need a reset? Start with these three questions
If you’ve felt yourself going into “wait-and-see” mode lately, let’s shake that off. Ask yourself:
1. What conversations have I been avoiding because I don’t have perfect answers?
2. What new value can I offer right now that my competitors aren’t thinking of?
3. Who needs me to check in – not to sell, but to help?
Remember, uncertainty isn’t your enemy. It’s your differentiator.
Final thought: This is your moment
If you’ve been in this game long enough, you’ve seen cycles come and go. But this one is special – not because of how hard it is, but because of what it reveals.
It reveals who’s just taking orders, and who’s earning trust. Who’s making excuses and who’s making calls. Who’s hiding behind “market conditions” and who’s leaning in with a solution mindset.
So here’s the challenge:
Be the rep your client talks about at dinner.
The one who showed up.
The one who made sense.
The one who thrived in chaos.
Brian Sullivan, CSP is the author of 20 Days to the Top and founder of PRECISE Selling and PRECISE Performers, where he trains and supplies sales champions to medical companies across the U.S. Learn more at www.preciseselling.com.